The technology company is hoping to convince Indian businesses about the virtues and effectiveness of online advertising
How do you see the world of search engine marketing evolve from here?
The trajectory is clear. The digital marketing opportunity is growing dramatically and businesses are increasingly taking advantage to drive efficient growth. In a high growth economy like India, business growth is one of the most important objectives for organisations. And advertising will be an important tool for small businesses to become regional ones, regional businesses to become national ones, and national ones to become global players. The Internet has connected previously disconnected people from different parts of the world, and brought them together to share unlimited amounts of information. With more people connected and more businesses investing in developing an online presence, the Internet not only provides information exchange, but also promotes trade. Online advertising compliments the stable of conventional forms of advertising and plays an important role in integrating marketing communications.
A boom in Internet advertising is waiting to happen as connectivity improves with the wider use of broadband. But today, Internet penetration is unacceptably low. It is difficult to be excited about the advances in the telecommunications sector when our computing infrastructure is so far behind where it should and needs to be. As Internet access and costs improve and Indian users spend more time on the Internet, the growing online advertising market will only become better. Today, more and more users are taking recourse to the Internet for even regular jobs. Internet is slowly but steadily becoming an important medium. Given the growing spread of the Internet and ever increasing online activity, Internet advertising will continue to fulfill many business goals – be it sales, lead generation, branding or recruitment campaigns. It will go beyond allocating portions of marketing budget and extend to being a long term investment that also yields immediate short term results. In a scenario where relationship between the search engine and the search engine marketer is not clearly defined, how do you feel about those who practice search engine marketing/optimisation?
How do you see the world of search engine marketing evolve from here?
The trajectory is clear. The digital marketing opportunity is growing dramatically and businesses are increasingly taking advantage to drive efficient growth. In a high growth economy like India, business growth is one of the most important objectives for organisations. And advertising will be an important tool for small businesses to become regional ones, regional businesses to become national ones, and national ones to become global players. The Internet has connected previously disconnected people from different parts of the world, and brought them together to share unlimited amounts of information. With more people connected and more businesses investing in developing an online presence, the Internet not only provides information exchange, but also promotes trade. Online advertising compliments the stable of conventional forms of advertising and plays an important role in integrating marketing communications.
A boom in Internet advertising is waiting to happen as connectivity improves with the wider use of broadband. But today, Internet penetration is unacceptably low. It is difficult to be excited about the advances in the telecommunications sector when our computing infrastructure is so far behind where it should and needs to be. As Internet access and costs improve and Indian users spend more time on the Internet, the growing online advertising market will only become better. Today, more and more users are taking recourse to the Internet for even regular jobs. Internet is slowly but steadily becoming an important medium. Given the growing spread of the Internet and ever increasing online activity, Internet advertising will continue to fulfill many business goals – be it sales, lead generation, branding or recruitment campaigns. It will go beyond allocating portions of marketing budget and extend to being a long term investment that also yields immediate short term results. In a scenario where relationship between the search engine and the search engine marketer is not clearly defined, how do you feel about those who practice search engine marketing/optimisation?
Source : IIPM Editorial, 2012.
An Initiative of IIPM, Malay Chaudhuri
and Arindam Chaudhuri (Renowned Management Guru and Economist).
and Arindam Chaudhuri (Renowned Management Guru and Economist).
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